Australian skincare brand, Grown Alchemist, approached Formroom to develop their global retail strategy and concept design for its first-ever flagship store in London.
The milestone marks the start of Grown Alchemist’s global retail vision and expanding brand world.
Formroom was asked to build on the existing brand purpose and identity, to create a retail strategy and concept that could be adapted for rollout across key cities globally. Located at 35 Beak Street, the new flagship store provides a luxe skincare experience centred around advanced biotech-based skin and body care formulas. It features the brand’s full product line-up, as well as bespoke skincare consultations and exclusive treatments.
Dedicated to offering the ultimate Grown Alchemist experience, the flagship store plays a critical role in showcasing the brand’s mission through a 360-degree experience that engages customers at every point of their journeys. Each aspect of the store is designed to capture the three core brand pillars that Formroom worked with Grown Alchemist to develop: “Urban, Elevated & Sensorial”, “Biological Beauty” and “Making Science Art”. These brand pillars inspired design principles that are unique to Grown Alchemist, resulting in a physical space that is both ownable to the brand and memorable to customers.
The concept combines distinct interiors elements like brushed concrete flooring, linear lighting and plant-focused product display to create an urban lab environment that represents their advanced biotech-based approach to skincare and evokes a feeling of scientific elegance.
The air is purified by NASA Clean Air Approved plants, removing toxins and pollutants from the city outside, improving skin health to create an urban retreat. The soundtrack of carefully curated EDM creates an uplifting atmosphere, aligned to the brand’s elevated and modern aesthetic, while a bespoke fragrance – exclusively crafted for the flagship store – fills the space, enhancing the sensory experience for every visitor.
At the heart of the store is a central discovery space for product exploration, supported by an interactive skin diagnostic that offers personalised recommendations, powered by beauty tech platform Revieve. The space also includes a spa, for bespoke consultation and treatment.
“We are thrilled to unveil our Beak Street store, offering a unique, first-to-market experience that merges cutting-edge biotechnological innovation with both retail and treatments. This store provides a 360-degree, multisensory experience that goes beyond touch to engage customers in new, meaningful ways. We have considered every detail of the store experience, including air filtration planting, a UV and pollution diagnostic tool and a holistic skin product offering. It is the ultimate expression of our brand, and we are delighted to bring this to London.” ~ Anna Teal, CEO of Grown Alchemist.
